CRM Technological Implementation

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    Amity Business School

    Problem Identification in CRMTechnological Implementation

    Presented By:

    Harsh Shadija

    Vishal Mishra

    Nikhil SehgalNitish Ahuja

    Prashant

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    Amity Business SchoolCompany Profile

    Established in 1934 Nirulas today are a diversified group having achain of Elegant Business Hotels, Water Service Restaurants,Family style Restaurants, ice Cream Parlours, Pastry Shops andFood Processing Plants in India.

    Nirulas today is a well-known name in the hospitality industry. Nirula

    family was the first to offer western style fast food in India. It came toDelhi in 1928.

    In 1950, Nirulas started the ChineseRoom which was the firstrestaurant of its kind in India. Nirulas created history by being thefirst Indians of non-Chinese origin to have a Chinese food restaurant

    in India. The first Ice Cream Parlour in India was started in 1978. Potpourri

    restaurant with the first salad bar in India and the Pegasus Bar werestarted in 1979.

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    Amity Business SchoolSWOT AnalysisStrengths

    Diversified group having a chain of Elegant Business Hotel, Family styleRestaurants, Water Service Restaurants,ice Cream Parlors, PastryShops and Food Processing Plants inIndia

    Caters to over 45,000 guests every day. Most popular chain of restaurants with

    among the highest sales per square foot.

    Quality food at a reasonable economicalprice.

    The hotels are strategically located in thehearts of Delhi and Noida.

    Serves a wide range of foods across itsoutlets.

    Few of the Eco Friendly Organizationswho have put in efforts to saveenvironment.

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    Weakness

    Even though Nirulasselects its Franchisees on the basisof stringent parameters but it still depends on the Franchisee forperformance of the outlet.

    Opportunities

    Opening of more Hotels and restaurants in and around Delhi and in majormetro cities in Northern India.

    Opening of its outlets in Singapore and in South East Asia.

    Threats To compete with the growing number of International Fast food

    Chain on the factors like Quality, Service, Cleanliness and value formoney.

    Changing Social Culture and Eating Habits: As one says the

    McDonization is going across the globe, Nirulas has to work hard to keepup the variety, quality, price and value of its products.

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    Amity Business SchoolCRM Strategy

    Future PlansWith the companys aggressive plans to expand all over India andopen as many as 150 or more restaurants, the existing ITinfrastructure required a complete revamp. "We have decided tochange over to newer technologies to help in the operation of ourrestaurants as well as our corporate head office and the central

    production facility," says Arun. The ERP, POS Solutions, CRM,customer feedback systems, and the knowledge managementportals are some of the solutions Nirulas is looking forward to.

    Since the Internet shopping cart generates a fair amount of businessfor the company, it is being rebuilt and will be launched soon. Thewebsite has also been overhauled and a new website launched. In

    order to better manage orders generated at various locations and toensure that orders are delivered on time, the delivery service willsoon be managed by Nirulas from a central place.

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    Amity Business SchoolNeed forTechnology in CRM

    With an explosion of choice in product and service selectionwinning more business is getting tougher each year.Reaching and nurturing customer relations are essential for asmall business to survival. Central to managing any customerrelationship is CRM or customer relationship management

    software. Discover the necessary survival strategy ofmanaging customer relations with the technology of today.

    Gone are the days of marketing to your potential customerbase and sitting back to reap the rewards of a great adcampaign. Gone are the days of grabbing the hottest leadsand forgetting about the warmer less inclined to buy nowclients. Gone are the days of using a simple notebook orexcel spreadsheet to collect your lead list.

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    CRM is more than a simple implementation of newtechnological solutions for a company. It is anentire strategy to understand better and in moredepth a customers behaviors and needs, so that

    the firm is able to improve its existing relationshipswith the customer. This means that it proves to bemore of a business philosophy than a technicalsolution for helping to deal more efficiently withcustomers. Still, a successful implementation of

    customer relationship management programsleans heavily on the utilization of technology. It iseasy to see why things can go wrong in puttingsuch a new program into place.

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    How to implement CRM

    The implementation of a customer relationship management (CRM) strategy is best treated as asix-stage process, moving from collecting information about your customers and processing it tousing that information to improve your marketing and the customer experience.

    Stage 1 - Collecting information The priority should be to capture the information you need to identify your customers and

    categorise their behaviour. Those businesses with a website and online customer service havean advantage as customers can enter and maintain their own details when they buy.

    Stage 2 - Storing information The most effective way to store and manage your customer information is in a relational

    database - a centralised customer database that will allow you to run all your systems from the

    same source, ensuring that everyone uses up-to-date information. Stage 3 - Accessing information With information collected and stored centrally, the next stage is to make this information

    available to staff in the most useful format. Stage 4 - Analysing customer behaviour Using data mining tools in spreadsheet programs, which analyse data to identify patterns or

    relationships, you can begin to profile customers and develop sales strategies. Stage 5 - Marketing more effectively

    Many businesses find that a small percentage of their customers generate a high percentage oftheir profits. Using CRM to gain a better understanding of your customers' needs, desires andself-perception, you can reward and target your most valuable customers.

    Stage 6 - Enhancing the customer experience

    Just as a small group of customers are the most profitable, a small number of complainingcustomers often take up a disproportionate amount of staff time. If their problems can beidentified and resolved quickly, your staff will have more time for other customers.

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    Problems in TechnologicalImplementation

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    Amity Business SchoolChallenges of CRMImplementation

    three challengesstressed in different ways throughoutthis text, key challenges include:

    expectationsreflect system user concerns for speed,

    responsiveness, security, and privacy investmentsdefine the financial requirements for acquiring

    the equipment and personnel needed to design andimplement a quality CRM approach

    reactions to changerefers to the real resistance that human

    beings experience when asked to change traditionalapproaches

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    There could be a lack of commitment from people within the

    company to the implementation of a CRM solution. Adapting to acustomer-focused approach may require a cultural change.There is a danger that relationships with customers will breakdown somewhere along the line, unless everyone in the businessis committed to viewing their operations from the customers'perspective. The result is customer dissatisfaction and eventual

    loss of revenue. Poor communication can prevent buy-in. In order to make CRM

    work, all the relevant people in your business must know whatinformation you need and how to use it.

    Weak leadership could cause problems for any CRM

    implementation plan. The onus is on management to lead byexample and push for a customer focus on every project. If aproposed plan isn't right for your customers, don't do it. Sendyour teams back to the drawing board to come up with a solutionthat will work.

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    Training: " Initial training must show the salespeoplehow to use the basic CRM features. Follow-up trainingsessions must allow for feedback into whatsalespeople have experienced and capture ideas forimproving the system. Teach salespeople how to useCRM effectively because you can't be constantlylooking over their shoulders every minute of the day.Develop processes that require them to use CRM.

    Not upgraded to the latest software version: CRM iscontinually evolving, firms that do not use the softwareconsistently will be left behind their competitors. CRMsoftware must continue to evolve with the business.Initial implementation is not the end game; increasedsales is the goal.

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